Presentation

Overview

Social media has hit a ceiling. We’re not talking about the need for it any more; in fact, it’s become ubiquitous enough that most agencies have a large-scale team and most clients have in-house talent. So why is it that so much… well, sucks? The answer is simple and challenging: empathy.

As social media begins a new life stage, we need to step back from the endless discussion about reach, engagement and how to get our fans to advocate on our behalf, and look instead to how we can really leverage all that data to create something new and exciting: advertising of actual value, selling things people actually need. The first step is to understand how these platforms work. The second? Understanding the people who use them.

Objective

To help you create social media advertising that people would actually like to see.

Target Audience

Marketers, creatives, people who don’t really like social media marketers or creatives

Five Things Audience Members Will Learn

Why social media marketing isn’t working right now

A framework for interpreting data with empathy

Why the decline of organic reach isn’t such a bad thing

How to make paid targeting a little less pointed and a little more useful